Wednesday, December 15, 2010

Delta Airlines

Over the last few months, I have travelled to Florida by train, plane, and automobile. It wasn't until my third trip on Delta that I actually noticed they have a logo. While the all-red "widget" received a lot of praise when the rebranding was unveiled in 2007, I didn't like it at first. I felt it was at odds with the rest of the wordmark, a little too heavy perhaps or not sufficiently coordinated with the type. Other critics have suggested the problem may be with the letter spacing and not with the symbol at all.

According to Delta's impressive style manual, they want to appear fresh and modern. Their typeface selection (H&FJ's Whitney) does this. Their approach to photography supports their goal as well. Images are cropped close with a focus on one small detail suggesting something "greater beyond the boundaries of the piece." The idea of mystery and potential resonnates with me in terms of travel but after three gate changes, one cancellation, and a lengthy delay on a rebooked flight, I think I'll give Delta a rest for now.


Hariklia said...

Don't know if you had meant to type a triangle that came out as an 'A' Leslie, and at the risk of being a know-it-all - Delta is the fourth letter of the Greek alphabet: Alpha, Beta, Gamma, Delta; and is a triangle (basically).

Leslie in Adams Morgan said...

thanks Hariklia! That means Delta gets a D for service! I will rewrite my post.